PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Warung Ayam Penyet Pedes Gila)

NURSIAM, NURSIAM (2023) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Warung Ayam Penyet Pedes Gila). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study examines the factors that influence customer purchase decision Warung Ayam Penyet Pedes Gila with the variables Product Quality, Price perception, and Location Factor. The subject of this research is consumer Warung Ayam Penyet Pedes Gila. This study was conducted on 115 respondents using a quantitive descriptive approach. The approach used in this study is the Structural Equation Modelling (SEM-PLS) with a Smart-PLS analysis tool. The results of this study show that the variables of product quality have a positive significant effect on consumer purchase decision, price perception have a positive significant effect on consumer purchase decision and location have a positive significant effect on consumer purchase decision at Warung Ayam Penyet Pedes Gila. Keywords: Product Quality, Price Perception, Location, Purchase Decision. Penelitian ini meneliti tentang faktor yang mempengaruhi keputusan pembelian pada konsumen Warung Ayam Penyet Pedes Gila dengan variabel kualitas produk, persepsi harga dan lokasi. Subjek penelitian ini adalah konsumen konsumen Warung Ayam Penyet Pedes Gila. Penelitian ini dilakukan terhadap 115 responden dengan menggunakan pendekatan deskriptif kuantitatif. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEMPLS) dengan alat analisis Smart-PLS. Hasil penelitian ini menyatakan bahwa variabel kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian dan lokasi berpengaruh positif dan signifikan terhadap keputusan pembelian pada konsumen Warung Ayam Penyet Pedes Gila. Kata Kunci: Kualitas Produk, Persepsi Harga, Lokasi, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 298
Call Number: SE/31/23/407
NIM/NIDN Creators: 43119110335
Uncontrolled Keywords: Kualitas Produk, Persepsi Harga, Lokasi, Keputusan Pembelian.
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 08 Nov 2023 04:06
Last Modified: 08 Nov 2023 04:06
URI: http://repository.mercubuana.ac.id/id/eprint/83774

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